AGCM stated that these representations could mislead consumers into overestimating the environmental value of Shein’s products and operations
The recyclability claims overstated the environmental benefits of the products and ignored limitations in current recycling systems.
Emissions reduction targets (25 percent by 2030, net zero by 2050) that appeared inconsistent with Shein’s own rising emissions data for 2023 and 2024.
The company publicly promoted climate goals while its actual emissions were increasing, creating a contradiction between messaging and reality.
Promotion of the “evoluSHEIN” collection as recyclable and environmentally superior, without disclosing its small share in overall production.
This is an example of selective disclosure. The company highlighted a small eco-friendly product line to create the impression that the whole brand is sustainable.
Use of terms like “green fibres” and “circular design” without clarification.
The company used vague sustainability buzzwords without explaining what they actually meant or providing scientific proof.
The fast fashion giant was found to have made misleading sustainability claims across product lines, emissions targets, and branded campaigns, including “#SHEINTHEKNOW,” “evoluSHEIN,” and “Social Responsibility.”
This sentence shows that SHEIN promoted itself as environmentally responsible while regulators found the claims misleading or unsupported.